Matteo Atti

Ready for Le Mans 24 Hour . See you in a day.

Welcome back - what a pleasure to see you having fun on the court at

A stunning cast for the ultimate production of - must see it!

The incredible - an idillic atmosphere and a team that puts kindness before anything else. And what a room!

Guilty pleasure…

Yesterday I delivered the closing remarks at the Business of Luxury Summit in Borgo Egnazia with one clear takeaway: luxury does not have a demand problem. It has a relevance problem.
Across fashion, beauty, hospitality, mobility and design, the pattern was unmistakable: heritage still matters, but it is no longer enough. Clients are not paying a premium for mythology alone. They are rewarding brands that feel current, precise and genuinely worth their attention.
Luxury is becoming once more radically personal. It is judged one client at a time, one moment at a time, one experience at a time. That moves the goal for every brand in the category, no matter the product.
The winners will not be the brands that simply do more, louder. They will be the ones that listen better, move with discipline, and create environments, products and services that people actively choose to spend time with. In that sense, “exceptional” has become the baseline — and truly understanding the client is the key differentiator.
Another recurring theme was focus: not as caution, but as clarity. In a market shaped by volatility, resilience will come from knowing what your brand stands for, resisting performative growth, and having the confidence to think long term while acting decisively in the present.
The next chapter of luxury will not be defined by product alone, but by meaning, trust, service and the quality of every interaction. I was inspired by the calibre of leaders in the room and by the honesty of the conversation and now I’m curious: what do you think will matter most for luxury brands over the next 3–5 years — scale, scarcity, experience, or something else entirely?

Curios to hear your thoughts! I shared a few pointers with on luxury trends ; )

“That, Atti tells me, is the ambition – to make private aviation feel less like a status symbol and more like a service, albeit an elegantly executed one for those lucky enough to need it.” Thank you and for spending some precious time with us at !

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